How Nike adapts ‘Just Do It’ to work across cultures

TNS

This article reveals how Nike, the sportswear brand, successfully adapted its core brand proposition of 'Just Do It' to very diverse cultures.

How Nike adapts ‘Just Do It’ to work across cultures

William Landell Mills TNS

This case study explores how a set of cultural codes that TNS Qualitative developed can surface cultural differences, and guide brand communications. We focus on a contrast between the US and China to help explain what the codes mean at a general level. Then we look at how Nike (a characteristically US brand) has managed to align itself to UK, Indian and Chinese cultures through brand advertising.

Brands lost in translation

Delivering a global proposition in a way that resonates locally is one of the...

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